Why the form deserves its own report
You paid for the click, the visitor landed on the page and saw the form, and still nothing arrived. A regular goal counts only the people who reached the end. Someone who typed half a phone number and closed the tab does not appear anywhere. For a business in Tashkent or in the regions that is the most frustrating loss, because the advertising money is already spent.
Form analytics splits the journey into three steps: the form was seen, filling it in began, it was submitted. The gaps between steps show where people leave, and inside the form you can pin the loss to a specific field.
Turning it on and what the report contains
The report relies on Session Replay (Webvisor), so recording of visitor actions with form analysis has to be enabled in the counter settings. Data builds up only from the moment of activation, so you will not get last month's picture. Wait until enough visits with the form have accumulated.
Beyond the overall funnel, each field shows how many people filled it in, how long they spent and where they most often stopped.
There is a limit. Ordinary HTML forms are tracked well, but third-party widgets inside iframes and custom script-based forms may be counted only partly. If leads come through a website builder or an external widget, first check that the report sees anything at all.
How to spot the field that makes people leave
Look for the point after which the number of people still filling in drops sharply, and for fields with unusually long fill times: the visitor is thinking, searching for information or fighting the interface. Common culprits:
A different pattern is many views but few started forms. Then the issue is not one field but the whole form: it looks long, its purpose is unclear, or there is no reason to trust it.
- a strict phone mask that rejects familiar input, such as a leading 8, 998 or spaces
- a question the visitor is not ready to answer yet: budget, job title, company tax ID
- a mandatory long comment box
- a dropdown that is awkward on a smartphone
- a captcha that fails on the first try
Session recordings and the mobile check
The numbers show where people leave; recordings explain why. Filter the visits where the form was started but not sent and watch a handful. The cause is often mundane: the visitor entered a number, got a confusing error and closed the page.
If your statistics show many mobile visits, test the form on a real smartphone, not a shrunken browser window. Does the numeric keyboard open for the phone field, does the keyboard cover the submit button, is picking from a list comfortable? Compare mobile and desktop data separately, since a problem sometimes exists on only one of them.
What usually improves a lead form
Fix what the report and the recordings confirm rather than everything at once. These changes help most often:
- for a first enquiry keep a name and a phone number; a manager can ask the rest
- put labels above the fields instead of relying on placeholder hints
- use a +998 mask, but accept the ways people naturally type numbers
- show a clear error message next to the field
- place Telegram and call buttons beside the form
- say who will get in touch after submission, and when
Goals, Telegram and privacy
The form goal should fire on a successful submission, not on a button click. Otherwise failed attempts with validation errors count as leads and form analytics will disagree with your goals.
Many customers in Uzbekistan would rather message on Telegram than type into fields. If the form loses many people while the messenger button beside it collects plenty of clicks, that is not a failure but a preferred channel. Set goals for the form, the Telegram click and the phone call, and judge the page by the total.
Session Replay can capture what people type. Turn on masking of field contents, especially for phones and addresses. Form analytics needs the fact of interaction, not the text.
Testing changes properly
Record the current funnel, make one change, for example remove an optional field, and compare after a few weeks. If you change everything together, you will not know what worked. Also check lead quality in your CRM: a rise in submissions driven by junk enquiries is not a win.
If your counter, goals and CRM are not yet connected, start there. The markdev team sets up end-to-end analytics and reporting for businesses in Uzbekistan, and we can look together at where your forms lose customers. Tell us about your task and we will suggest where to begin.
FAQ
Do I need Session Replay for form analytics?
Yes, the report relies on recording visitor actions. Enable recording with form analysis in the counter settings and wait for visits that include the form.
Why is my form report empty?
Typical reasons: the feature was enabled recently, there are few visits with the form, or the form is a third-party iframe widget or a custom script that Metrica cannot recognise.
Which goal should I set for a form?
One that fires on a successful submission, such as a thank-you page or an event after the server confirms. A click on the submit button is not reliable.
People abandon the form but write a lot on Telegram. What now?
Count both actions as goals and evaluate the page by their sum. If the messenger suits customers better, make it more visible and shorten the form.
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